Podcast 419 – Defending Your Brand

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Welcome to the latest and free The Engaging Brand podcast covering social marketing, business ideas and brand marketing tips but before we start…

The listener of the week and winning an Engaging Brand goodie bag is Karthik@Karikudy (Twitter handle) from Bangalore. Remember the goodie bad is picked from all the people who share, like, tweet about the Engaging Brand podcast to say a BIG thank you from me!

Competitive Analysis

Today is an interview with Tim Calkins who is clinical professor of marketing at Northwestern University's Kellogg School of Management where he teaches marketing strategy, biomedical marketing and strategic marketing.

Tim has written a book called Defending Your Brand and you can email him your thoughts here. We discuss today

  • How competition in business is the ultimate compliment for marketing and business in general.
  • Doesn't the definition of capitalism require competitors in business to succeed?
  • Does competition in business makes you improve customer service management?
  • How do you assess the financial risks of a competitor and how to manage operational risk of a new entrant into your market?
  • How do assess risk from competitors in an adjacent market who offer new products to the market?
  • Are we too obsessed with a growth strategy? 
  • Defensive tactics to stop a competitor
  • Is defending your brand a psychology in business question as much as a financial one?
  • How do you perform competitive analysis?

I love to hear your thoughts so email me, anna@theengagingbrand.com, join me on twitter or join me to discuss it on Google+.

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Author:
Anna has spent over 20 years as a Board Director at several global brands. She now runs her own company The Engaging Brand which supports business leaders who want to transition to the new social business model. She is also a speaker, writer and radio show presenter on social business, indeed her podcast The Engaging Brand has been nominated 6 years running as Best Business Podcast at the Podcast Awards. She brings an unusual mix of experience to business - she has a 1st Class Law Degree, MBA in marketing and is a qualified Chartered Accountant. This unusual mix means not just explaining the why of being social but how to turn social into a measurable business tactic to grow your bottom line. Her blog www.theengagingbrand.com is recognised as one of the leading UK marketing blogs.

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